You can read about how Mastermedia increases the scale of sale capabilities for manufacturers through the expansion to new countries and the development of the Food Plus franchise in DlaHandlu.pl web portal.
Only in 2021, Mastermedia expanded to such countries as Sweden, Luxembourg, and even Australia and New Zealand, where store owners may order the best Polish products (previously Mastermedia was the leader of export of Polish products to the UK, Ireland, Germany, the Netherlands, Belgium or Luxembourg). However, manufacturers cooperating with Mastermedia have a chance to achieve more not only thought the development of the B2B channel. The rapid growth of the Food Plus chain franchise is an additional driving force, thanks to which suppliers gain new opportunities to expand their business with their products outside Poland.
Synergy doomed to success
Mastermedia’s Food Plus chain operates at the meeting point of wholesale and retail. Everyone benefits here – manufacturers, distributors, retailers, and consumers.
Food Plus is increasing its share in international markets, where over 200 outlets were opened in the last 5 years. Food Plus stores are visited by around 55 000 customers each day. The chain offers the best Polish products to consumers in the UK, Ireland, Germany, and the Netherlands.
“Expanding to other countries is an opportunity for further growth for many Polish manufacturers. Mastermedia provides services to over 1000 regular recipients, including Food Plus stores. Nearly 9 000 product-range items are shipped from Poland each week. The scale effect we are achieving together allows us to succeed on international markets. Even despite the structural changes on the market, Brexit and a temporary outflow of Poles from the UK, we are able to reach two-digit sales growth rates – also in relation to the very strong results of 2020, affected by the Covid pandemic. Close cooperation with manufacturers and the selection of appropriate sales tools are some of the essential conditions,” said Rafał Szarowski, Chief Commercial Officer at Mastermedia.
Collaboration with the largest Polish distributor is yielding measurable outcomes to manufacturers who support the chain.
“Cooperation with Mastermedia is a perfect example of a partnership-based approach to business and mutual understanding. Despite the obstacles related to Brexit, we are maintaining high sales growth dynamics thanks to introducing new and innovative products to our portfolio, and through offering comprehensive solutions to boost sales to clients. Expansion and growth on international markets is one of the strategic goals of Tarczyński S.A. Mastermedia’s experience and development of export operations allows us to reach our goals based on cooperation with a reliable partner,” said Sławomir Szymerowski, Acting Export Director, Tarczyński S.A.
Similar views are shared by Jacek Lewicki, Business Development Director from OSM [District Milk Cooperative] in Piątnica. “We have been collaborating with Mastermedia for about a dozen years now, and we have been actively supporting their operations related to the distribution of our products in the British Isles, in the Netherlands, and Belgium. I’m impressed by their growth dynamics and innovative distribution solutions they introduce to their business. Today, thanks to the well-organised and cost-effective logistics, Poles living in the UK have access to fresh products from OSM Piątnica in thousand stores selling Polish products, and the British have a chance to taste the delicacies produced in the area of Polish ‘Green Lungs’. I wish everyone could have such professional cooperation with distributors, based on constructive values (mutual respect, trust, fulfilment of shared goals), as the one we have with Mastermedia,” said Jacek Lewicki.
The figures are impressive, and, since the very beginning, Food Plus has focused on the quality of cooperation with specific outcomes in mind.
Even better cooperation with retailers
Food Plus places emphasis on the organic growth of stores, and real support to franchisees. It is the experience and access to state-of-the art tools aimed to improve competitiveness that count. The chain provides store visual design, preferential conditions for purchasing products, technical support and state-of-the-art marketing operations, as well as product-range optimisation. The company is currently working on fostering cooperation, and is planning to increase their engagement in collaboration with retailers.
“We wish to share our know-how and ensure success in every sphere. We are planning to increase our support for franchisees who want to take the cooperation to a next level. Our activities will be comprehensive – at the investment, operational, and technological levels,” said Dariusz Bożek, Retail Department Director at Mastermedia.
Consumers who return are a guarantee for success
The Food Plus chain is a response to the demand for the best Polish and Central European products abroad. Mastermedia’s knowledge of consumers and local conditions is invaluable here. The company is placing emphasis on making consumer-centred product range management even better.
“We start from consumers’ needs. Adapting to their expectations, we can ensure partners regular, annual sales growth to our partners. We want to prepare the product portfolios recommended based on such needs, and engage producers in such activities,” explained Dariusz Bożek.
Food Plus does not stop at the attractiveness of the product range. Consumers enjoy taking part in promotional and dedicated campaigns launched by the chain. We are also running loyalty programmes together with our partners. This increases the shopping basket value and strongly motivates consumers to return.
Partnership brining sales growth to producers
As part of support for the Food Plus chain, Mastermedia is implementing the Strategic Partnership Programme together with major food manufacturers. The idea behind the programme is close cooperation between producers, distributors and Food Plus stores. The chain partners include, among others: Tarczyński S.A., SM Mlekpol, Lisner, OSM Piątnica, Virtu, U Jędrusia Sp. z o.o., Melvit, Grupa Maspex, OSM Sierpc, Pamapol S.A., Wedel, Herbapol S.A., Wawel S.A., and Kupiec Sp. z o.o.
“Further development of Food Plus entails not only the support for store owners. Mastermedia is also planning to expand its cooperation with manufacturers as part of the partnership programme, and is implementing new forms of suppliers’ involvement in the development of the chain. “We are already receiving great feedback, but we strive for continuous progress and steady sales growth of the manufacturers who have placed their trust in us. For that reason, we are planning additional retail services which have not been seen before. Our plans include a product-range listing, new exposition models, and stronger special offers,” said Dariusz Bożek.
Are you interested in cooperation and sales development on international markets? Write to Mastermedia at:
